Japan’s Consumer Segments

Meeting Japan's Consumers Face-on

Quick: guess which age group among Japan’s consumer segments is referred to as Parasite Singles? (see below)

Silvers – aged 65+, this first group will make up 30% of the nation’s population by 2025. The revered generation, they’re seeking health- and fitness-related products, and practicality when they spend their yen. Community parks and recreation centers are being retrofitted to accommodate the social and fitness needs of Silvers, since there are so few children in most neighborhoods. More self-responsibility for retirement planning is underway here, as well as in the second set…
Dankai Generation – Japan’s baby boomers, now pushing 60 years old. Pursuing health and fitness to prolong and maintain life, as with their Silver parents; plus hobby- and travel-related spending.
Dankai Juniors – the third age set falls in the late 30s… children of boomers. Working, raising one or no children, seeking child-focused, in-home entertainment, leisure items.
Parasite Singles – 4th of 5, these are singles who work full-time yet still live with their parents. Primarily women, number about 8.3 million consumers. Value luxury, travel, socializing, fashion.
Fuyu-so – last but not least, Japan’s very own jet setters. This upper crust is growing and it even has a new name: fuyuso, the free-spending super-rich. But let’s face it: jet-setters, it’s a case of “same planet, different worlds.” Accordingly, product marketers and selling teams need a unique solution for this thinnest of slivers in the consumer segments.

Top of mind for all global market planners should be this: the fact that, by the year 2050 the nation of Japan’s population will decrease drastically. Now pegged at 127 million, the nation will count just 95 million in 40 years. That’s a whopping drop within a span of just 1.5 generations. Ensure you focus on product features such as intuitive interface, comfortable fit, and sustaining healthy, mobile lifestyles. How about honing your company’s solutions for outsourcing professional services? There won’t be enough native-born, entry- and mid-level workers to ensure highly-personalized finance, insurance, and accounting services.

(Photo courtesy Wired Magazine, Sep-07.)

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